The Marketing profession has changed more in the last 2 years than in the last 50. Following a survey within a sample of 1000 U.S marketers where data collection was carried out from the 26^th of August till the 11^th of September 2013 by ResearchNow, where marketers were subdivided into staff (lower-level execution employees) and decision-makers (highest level employees), Digital Marketers and Marketing Specialists. The general outcome of such a survey is that the profession is undergoing dramatic changes whereby marketers begin to doubt about their skills, effectiveness and ability to measure impact. A perceptive trend is that business performance is complement to Digital Marketing proficiency.

SOME KEYS MARKETING STATS
44% of marketers surveyed think that they do not have a great deal of influence over their company’s overall business strategy, while only 40% consent to their enterprise’s marketing strategy.61% of all marketers think that most Digital marketing approaches remain in a constant cycle of ‘trial and error’

The great expectations of marketers are that their respective companies would increase investment in Digital Marketing technologies this year. The survey also shows that 48% of Digital Marketers feel high proficient compared to only 37% of Marketing Generalists.

The most important concern of marketers today is first of all the ability to reach consumers in an over-saturated market – reaching the right customer at the right time with the right message.  Secondly, Marketers have to consider how to keep up with the pace of ever-changing technology and the level of creativity (Digital and Social Media Marketing).

In Digital Marketing, the most important component remains brand building as opposed to marketing measurement which shelters the biggest gap. Actually, two key drivers of Marketing Innovation effectiveness turn to be Digital Marketing and Content Management.

Marketers coming from high-performing companies have a higher opinion of their marketing effectiveness and feel more prepared for Digital Marketing. It is a fact that these companies are investing more in terms of digital. Moreover, High-performers are twice as likely to rate their company as proficient and trust more easily their company’s marketing.

Marketers are also concerned by Measurement and ROI. In fact, marketers want to know if they are performing well and if they are on the right track. While Digital Marketers are more interested in ROI,  66% of all marketers state companies will not succeed  unless they embrace a digital marketing approach.

MARKETING  MIX SATISFACTION
Regarding this segment, 69% are satisfied with current marketing mix as opposed to 17% are not satisfied with current marketing mix. Marketers are more willing to invest in TV, Print and Social.

More on this topic:

http://wwwimages.adobe.com/content/dam/Adobe/en/solutions/digital-marketing/pdfs/adobe-digital-distress-survey.pdf